{"id":28274,"date":"2021-09-16T07:00:00","date_gmt":"2021-09-16T13:00:00","guid":{"rendered":"https:\/\/memberpress.com\/?p=28274"},"modified":"2022-11-16T15:15:26","modified_gmt":"2022-11-16T22:15:26","slug":"how-to-craft-an-seo-strategy-for-paywall-content","status":"publish","type":"post","link":"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/","title":{"rendered":"Como criar uma estrat\u00e9gia de SEO para conte\u00fado de paywall no WordPress"},"content":{"rendered":"<p>Parece uma tarefa dif\u00edcil. Como propriet\u00e1rio de um site de associa\u00e7\u00e3o, voc\u00ea deseja ocultar o conte\u00fado. Por outro lado, voc\u00ea precisa que seu conte\u00fado possa ser descoberto. Como voc\u00ea pode equilibrar isso?<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a091768850f2\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">O QUE H\u00c1 DENTRO<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a091768850f2\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Why_would_you_want_to_paywall\" >Por que voc\u00ea quer um acesso pago?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Giving_the_customer_what_they_want_%E2%80%93_for_a_price\" >Oferecer ao cliente o que ele deseja - por um pre\u00e7o<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Lead-in\" >Entrada<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Metered\" >Medido<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Dynamic_paywalls\" >Paywalls din\u00e2micos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Hard_paywalls\" >Paredes de pagamento r\u00edgidas<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Getting_technical\" >Obtendo informa\u00e7\u00f5es t\u00e9cnicas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Three_additional_tips\" >Tr\u00eas dicas adicionais<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Keywords\" >Palavras-chave<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Conclusion\" >Conclus\u00e3o<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>Felizmente, v\u00e1rias op\u00e7\u00f5es permitem o acesso restrito ao conte\u00fado, mas ainda assim conseguem fornecer palavras-chave competitivas que geram tr\u00e1fego. Para as empresas de software como servi\u00e7o, em particular, h\u00e1 muitas maneiras de aprimorar sua estrutura de SaaS de SEO e, ao mesmo tempo, permanecer fechada.<\/p>\n\n\n\n<p>Vamos dar uma olhada nessas abordagens abaixo, mas, primeiro, fa\u00e7a a si mesmo esta pergunta...<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_would_you_want_to_paywall\"><\/span>Por que voc\u00ea quer um acesso pago?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A portabilidade pode ser contraproducente se tudo o que voc\u00ea deseja \u00e9 atrair mais visitantes e links. No entanto, se voc\u00ea quiser aumentar o n\u00famero de assinantes e de consumidores comprometidos, seu conte\u00fado definitivamente deve ser fechado.  <\/p>\n\n\n\n<p>Aqui est\u00e3o os benef\u00edcios de criar um acesso pago:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Voc\u00ea obter\u00e1 mais informa\u00e7\u00f5es sobre os usu\u00e1rios que pagam para acessar o conte\u00fado.<\/li>\n\n\n\n<li>Os usu\u00e1rios valorizam mais o conte\u00fado pago do que o gratuito. Eles o classificam como mais \u00fatil, confi\u00e1vel e leg\u00edtimo.<\/li>\n\n\n\n<li>Um usu\u00e1rio que acessa um conte\u00fado fechado tem maior probabilidade de se tornar um cliente ou consumidor recorrente. Dessa forma, um paywall \u00e9 um meio de <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">gera\u00e7\u00e3o de leads<\/a>.<\/li>\n\n\n\n<li>Um paywall gera renda.<\/li>\n<\/ul>\n\n\n\n<p>Se voc\u00ea decidir usar o paywall, a primeira coisa a fazer \u00e9 encontrar um site confi\u00e1vel e de alta qualidade. <a href=\"https:\/\/memberpress.com\/pt\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">provedor<\/a>Como a MemberPress, que pode fazer isso acontecer. Em seguida, certifique-se de que vale a pena pagar pelo conte\u00fado. Um bom exemplo disso \u00e9 o <em>New York Times<\/em>que, em maio de 2021, tinha 7,5 milh\u00f5es de assinantes.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png\"><img decoding=\"async\" width=\"661\" height=\"1024\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png\" alt=\"Sites de assinatura de not\u00edcias mais populares\" class=\"wp-image-52717\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png 661w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-194x300.png 194w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-768x1190.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-992x1536.png 992w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-110x170.png 110w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-396x614.png 396w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-442x684.png 442w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-665x1030.png 665w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-334x518.png 334w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-101x156.png 101w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-956x1480.png 956w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png 1033w\" sizes=\"(max-width: 661px) 100vw, 661px\" \/><\/a><figcaption class=\"wp-element-caption\">Imagem iva <a href=\"https:\/\/www.statista.com\/chart\/24772\/news-websites-with-the-most-paid-subscribers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista.com<\/a><\/figcaption><\/figure>\n\n\n\n<p>Em um mundo repleto de informa\u00e7\u00f5es gratuitas, por que as pessoas acham que vale a pena pagar por not\u00edcias? O principal motivo \u00e9 <strong>reputa\u00e7\u00e3o<\/strong>. Jornais como o <em>New York Times<\/em> s\u00e3o consolidados e confi\u00e1veis. S\u00e3o ativos monetiz\u00e1veis. Quando existem tantas \u201cverdades alternativas\u201d por a\u00ed, \u00e9 inestim\u00e1vel ter acesso ao que voc\u00ea pode considerar com seguran\u00e7a como a verdade real.<\/p>\n\n\n\n<p>Se voc\u00ea n\u00e3o puder trazer o reconhecimento e o valor da marca para a mesa, precisar\u00e1 pensar em outro motivo pelo qual as pessoas pagar\u00e3o pelo seu conte\u00fado. Um dos melhores \u00e9 <strong>exclusividade do conte\u00fado<\/strong>. Outro \u00e9 o bom e velho <strong>qualidade<\/strong>. Afinal de contas, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">conte\u00fado \u00e9 importante<\/a>.\u00a0<\/p>\n\n\n\n<p>Enquanto voc\u00ea pensa em como o conte\u00fado \u00e9 importante, vamos ver como voc\u00ea pode implementar o gating.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Giving_the_customer_what_they_want_%E2%80%93_for_a_price\"><\/span>Oferecer ao cliente o que ele deseja - por um pre\u00e7o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>O Google oferece aos provedores de conte\u00fado algo conhecido como \u201c<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">amostragem flex\u00edvel<\/a><\/strong>\u201cCom isso, voc\u00ea decide quanto do seu conte\u00fado deseja disponibilizar gratuitamente aos usu\u00e1rios.\u00a0<\/p>\n\n\n\n<p>Afinal de contas, faz sentido oferecer parte de seu conte\u00fado gratuitamente, caso contr\u00e1rio, como o consumidor saber\u00e1 que deseja pagar por mais? De fato, \u00e9 rara a loja que n\u00e3o tem produtos em exposi\u00e7\u00e3o. Mais raro ainda \u00e9 que uma loja sem nada em exposi\u00e7\u00e3o tenha clientes fazendo fila para desembolsar seu dinheiro.<\/p>\n\n\n\n<p>A implementa\u00e7\u00e3o do seu paywall ser\u00e1 muito mais f\u00e1cil se a ferramenta que voc\u00ea usar para configur\u00e1-lo for constru\u00edda sobre um sistema de gerenciamento de conte\u00fado como o <a href=\"https:\/\/memberpress.com\/pt\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>.<\/p>\n\n\n\n<p>Veja a seguir algumas maneiras de oferecer amostragem flex\u00edvel.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lead-in\"><\/span>Entrada<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\"><img decoding=\"async\" width=\"623\" height=\"500\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\" alt=\"lead-in do wall street journal paywall\" class=\"wp-image-28275\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png 623w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin-300x241.png 300w\" sizes=\"(max-width: 623px) 100vw, 623px\" \/><\/a><figcaption class=\"wp-element-caption\">Um lead-in de artigo no site do The Wall Street Journal.<\/figcaption><\/figure>\n\n\n\n<p>Com essa abordagem, voc\u00ea oferece ao leitor uma pequena se\u00e7\u00e3o de um artigo. Voc\u00ea pode usar um resumo executivo ou um par\u00e1grafo de abertura simples. O restante do conte\u00fado permanece inacess\u00edvel e fora dos limites at\u00e9 que o usu\u00e1rio pague uma taxa. Voc\u00ea provavelmente j\u00e1 viu <em>O<\/em> <em>Wall Street Journal<\/em> e <em>The Economist<\/em> usar esse m\u00e9todo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Metered\"><\/span>Medido<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window.png\"><img decoding=\"async\" width=\"1024\" height=\"607\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png\" alt=\"Artigo medido pelo paywall do New York Times\" class=\"wp-image-28276\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png 1024w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-300x178.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-768x455.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1536x910.png 1536w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-2048x1214.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">Um artigo medido no site do The New York Times.<\/figcaption><\/figure>\n\n\n\n<p>A amostragem medida d\u00e1 aos usu\u00e1rios acesso a artigos completos um n\u00famero limitado de vezes. Por exemplo, eles podem ter acesso n\u00e3o pago a artigos tr\u00eas vezes por m\u00eas. Depois de esgotar a permiss\u00e3o, eles s\u00e3o solicitados a pagar uma taxa para obter acesso ilimitado. Essa abordagem \u00e9 favorecida pelo <em>New York Times<\/em>.<\/p>\n\n\n\n<p>A escolha depender\u00e1 da natureza do conte\u00fado que voc\u00ea est\u00e1 fornecendo. Por exemplo, se voc\u00ea tiver um material detalhado que trate de um t\u00f3pico atraente, talvez a abordagem de lead-in funcione melhor. <\/p>\n\n\n\n<p>Voc\u00ea pode fazer a pergunta de maneira irresist\u00edvel na frente do paywall e oferecer uma solu\u00e7\u00e3o detalhada do outro lado.<\/p>\n\n\n\n<p>Duas outras abordagens devem ser mencionadas aqui.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dynamic_paywalls\"><\/span>Paywalls din\u00e2micos<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Essa \u00e9 uma ideia relativamente nova. Ela pega o conceito de personaliza\u00e7\u00e3o (usado no marketing de pesquisa empresarial) e o aplica ao gating. Um paywall din\u00e2mico usa dados para determinar qual op\u00e7\u00e3o de assinatura deve ser oferecida. Por exemplo, ele pode oferecer ao usu\u00e1rio acesso a apenas determinadas \u00e1reas do site por um pre\u00e7o reduzido, em vez de pedir que ele pague por um material que nunca vai querer ler.\u00a0<\/p>\n\n\n\n<p>Essa abordagem requer uma boa quantidade de captura de dados, que geralmente s\u00f3 est\u00e1 dispon\u00edvel no <a href=\"https:\/\/memberpress.com\/pt\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">plug-ins de associa\u00e7\u00e3o l\u00edderes<\/a>.<\/p>\n\n\n\n<p>Por exemplo, com o MemberPress, voc\u00ea pode inserir um <a href=\"https:\/\/memberpress.com\/pt\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">c\u00f3digo curto<\/a> em seu conte\u00fado que detectar\u00e1 se o usu\u00e1rio est\u00e1 conectado. Quando uma p\u00e1gina que cont\u00e9m esse shortcode for visualizada por um usu\u00e1rio conectado, ele poder\u00e1 visualizar o conte\u00fado em que o shortcode foi colocado.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Hard_paywalls\"><\/span>Paredes de pagamento r\u00edgidas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Um paywall r\u00edgido geralmente n\u00e3o \u00e9 o melhor caminho a seguir, pois n\u00e3o inclui amostragem. Em vez disso, ele exige que os usu\u00e1rios comprem \u00e0s cegas. Se voc\u00ea est\u00e1 apenas come\u00e7ando e ainda n\u00e3o tem uma marca estabelecida, um paywall r\u00edgido provavelmente n\u00e3o \u00e9 a melhor op\u00e7\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Getting_technical\"><\/span>Obtendo informa\u00e7\u00f5es t\u00e9cnicas<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\"><img decoding=\"async\" width=\"960\" height=\"516\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\" alt=\"c\u00f3digo de computador em uma tela\" class=\"wp-image-28277\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png 960w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code-300x161.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code-768x413.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/a><\/figure>\n\n\n\n<p>Voc\u00ea precisa que os mecanismos de busca possam \u201cver\u201d o conte\u00fado que n\u00e3o deseja que clientes n\u00e3o pagantes vejam. Ent\u00e3o, como ganhar visibilidade e, ao mesmo tempo, manter as coisas ocultas? O Google oferece maneiras de usar <strong>dados estruturados<\/strong> para garantir que seu conte\u00fado apare\u00e7a em muitas SERPs.<\/p>\n\n\n\n<p>Vamos dar uma olhada em duas ferramentas que voc\u00ea pode usar.<\/p>\n\n\n\n<p><strong>Folhas de estilo em cascata<\/strong> (CCSs) s\u00e3o frequentemente empregados para dar aos sites visuais aprimorados e melhor experi\u00eancia do usu\u00e1rio (UX). O Google gosta quando os CCSs s\u00e3o usados para separar o conte\u00fado gratuito do conte\u00fado pago. Usando CCSs com dados estruturados JSON-LD, voc\u00ea pode informar aos mecanismos de pesquisa que determinadas partes do seu conte\u00fado n\u00e3o devem ser distribu\u00eddas indiscriminadamente.\u00a0<\/p>\n\n\n\n<p>Voc\u00ea tamb\u00e9m pode definir o <em>cssSelector <\/em>para .paywall e use o atributo hasPart para garantir que o conte\u00fado permane\u00e7a bloqueado da maneira que voc\u00ea escolher. Essa constru\u00e7\u00e3o pode ser automatizada com o uso de descoberta de processos ou abordagens semelhantes.<\/p>\n\n\n\n<p>Se o lado t\u00e9cnico das coisas estiver fora de seu conjunto de habilidades, h\u00e1 todos os tipos de <a href=\"https:\/\/memberpress.com\/pt\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">grandes desenvolvedores<\/a> que podem ajud\u00e1-lo. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Three_additional_tips\"><\/span>Tr\u00eas dicas adicionais<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Familiarize-se com as p\u00e1ginas m\u00f3veis aceleradas (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> para aumentar a velocidade de carregamento em dispositivos m\u00f3veis.<\/li>\n\n\n\n<li>Use a ferramenta de inspe\u00e7\u00e3o de URL do Google para testar como o Google rastreia e renderiza um URL em seu site.<\/li>\n\n\n\n<li>N\u00e3o se esque\u00e7a de observar o que seus concorrentes est\u00e3o fazendo. \u00c0s vezes, vale a pena fazer uma an\u00e1lise competitiva de SEO e pegar ideias emprestadas de seus rivais. Afinal, \u00e9 uma forma de elogio.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Keywords\"><\/span>Palavras-chave<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Como acontece com qualquer conte\u00fado, ao elaborar uma estrat\u00e9gia de SEO para conte\u00fado de paywall, \u00e9 importante considerar o tipo de usu\u00e1rio que voc\u00ea provavelmente atrair\u00e1. Se voc\u00ea quiser ter uma boa chance de atrair aqueles que est\u00e3o dispostos a pagar pelo que voc\u00ea est\u00e1 oferecendo, precisar\u00e1 usar palavras-chave espec\u00edficas. <\/p>\n\n\n\n<p>Ao usar <a href=\"https:\/\/memberpress.com\/pt\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">palavras-chave de cauda longa<\/a> em vez de termos mais abrangentes, voc\u00ea pode se concentrar nos consumidores que t\u00eam maior probabilidade de comprar o que voc\u00ea est\u00e1 vendendo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclus\u00e3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Portanto, os paywalls e os princ\u00edpios de SEO n\u00e3o s\u00e3o mutuamente exclusivos - quem diria? E, quando voc\u00ea tiver reunido tudo isso e estiver pronto para enviar alguns ganchos de marketing, n\u00e3o se esque\u00e7a de que n\u00e3o \u00e9 necess\u00e1rio come\u00e7ar do zero com o seu alcance. <\/p>\n\n\n\n<p>Pense em adaptar o conte\u00fado existente para uso em <a href=\"https:\/\/www.business2community.com\/content-marketing\/how-to-repurpose-content-for-your-email-marketing-campaigns-02418202\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">campanhas de e-mail<\/a>por exemplo. Essa \u00e9 a grande vantagem de um bom conte\u00fado: ele n\u00e3o precisa ter um \u00fanico objetivo. <\/p>\n\n\n\n<p>Uma \u00faltima reflex\u00e3o: n\u00e3o se preocupe excessivamente com os freeloaders. Preocupe-se mais em fazer com que a inscri\u00e7\u00e3o seja tranquila, sem momentos de atrito ao longo da jornada do usu\u00e1rio. Combine isso com a visibilidade do mecanismo de pesquisa e voc\u00ea estar\u00e1 pronto para come\u00e7ar.<\/p>\n\n\n\n<p>Com imagina\u00e7\u00e3o e seguindo algumas regras, voc\u00ea pode garantir uma estrat\u00e9gia de SEO para conte\u00fado de paywall que realmente funcione.<\/p>\n\n\n\n<p>Voc\u00ea tem outras perguntas sobre como criar uma estrat\u00e9gia de SEO para conte\u00fado de paywall? 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On the other hand, you need your content to be discoverable. How can you square this? Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a [\u2026]<\/p>\n","protected":false},"author":56594,"featured_media":28279,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[69,144,120,102],"tags":[873,812,836,182],"class_list":{"0":"post-28274","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advice","8":"category-business","9":"category-content","10":"category-monetization","11":"tag-content-optimization","12":"tag-content-protection","13":"tag-paywall","14":"tag-seo","15":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"With protected content, what do you do about SEO? 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Here, founder of the award-winning accelerate agency shows us how to do an SEO strategy for paywall content.","og:url":"https:\/\/memberpress.com\/pt\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/","og:image":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/paywall-seo.jpg","og:image:secure_url":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/paywall-seo.jpg","og:image:width":1231,"og:image:height":852,"article:published_time":"2021-09-16T13:00:00+00:00","article:modified_time":"2022-11-16T22:15:26+00:00","article:publisher":"https:\/\/www.facebook.com\/memberpress\/","twitter:card":"summary_large_image","twitter:site":"@memberpress","twitter:title":"How to Craft an SEO Strategy for Paywall Content in WordPress","twitter:description":"With protected content, what do you do about SEO? Here, founder of the award-winning accelerate agency shows us how to do an SEO strategy for paywall content.","twitter:image":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/paywall-seo.jpg"},"aioseo_meta_data":{"post_id":"28274","title":null,"description":"Com conte\u00fado protegido, o que voc\u00ea faz em rela\u00e7\u00e3o ao SEO? 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As a membership site owner, you want to hide content. On the other hand, you need your content to be discoverable. How can you square this?<\/p>","content":[{"type":"text","data":"It seems like a tall order. As a membership site owner, you want to hide content. On the other hand, you need your content to be discoverable. How can you square this?"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a service companies in particular, there are lots of ways you can enhance yourSEO SaaS framework while remaining gated.<\/p>","content":[{"type":"text","data":"Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a service companies in particular, there are lots of ways you can enhance yourSEO SaaS framework while remaining gated."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>We\u2019ll take a look at these approaches below, but first, ask yourself this question\u2026<\/p>","content":[{"type":"text","data":"We\u2019ll take a look at these approaches below, but first, ask yourself this question\u2026"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Why would you want to paywall?<\/h2>","content":"Por que voc\u00ea quer um acesso pago?","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>Gating can be counterproductive if all you want to do is attract more visitors and links. However, if you want to grow your subscribers and committed consumers, your content should most definitely be gated.  <\/p>","content":[{"type":"text","data":"Gating can be counterproductive if all you want to do is attract more visitors and links. However, if you want to grow your subscribers and committed consumers, your content should most definitely be gated.  "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Here are the benefits of creating a paywall:<\/p>","content":[{"type":"text","data":"Here are the benefits of creating a paywall:"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/list","render":"<ul class=\"wp-block-list\">\n<li>You will get more information about users who pay to access content.<\/li>\n\n\n\n<li>Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate.<\/li>\n\n\n\n<li>A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">lead generation<\/a>.<\/li>\n\n\n\n<li>A paywall generates income.<\/li>\n<\/ul>","content":"<ul class=\"wp-block-list\">\n<li>Voc\u00ea obter\u00e1 mais informa\u00e7\u00f5es sobre os usu\u00e1rios que pagam para acessar o conte\u00fado.<\/li>\n\n\n\n<li>Os usu\u00e1rios valorizam mais o conte\u00fado pago do que o gratuito. Eles o classificam como mais \u00fatil, confi\u00e1vel e leg\u00edtimo.<\/li>\n\n\n\n<li>Um usu\u00e1rio que acessa um conte\u00fado fechado tem maior probabilidade de se tornar um cliente ou consumidor recorrente. Dessa forma, um paywall \u00e9 um meio de <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">gera\u00e7\u00e3o de leads<\/a>.<\/li>\n\n\n\n<li>Um paywall gera renda.<\/li>\n<\/ul>","listItemData":[{"type":"core\/list-item","render":"<li>You will get more information about users who pay to access content.<\/li>","content":"Voc\u00ea obter\u00e1 mais informa\u00e7\u00f5es sobre os usu\u00e1rios que pagam para acessar o conte\u00fado.","data":{"text":"You will get more information about users who pay to access content."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate.<\/li>","content":"Os usu\u00e1rios valorizam mais o conte\u00fado pago do que o gratuito. Eles o classificam como mais \u00fatil, confi\u00e1vel e leg\u00edtimo.","data":{"text":"Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">lead generation<\/a>.<\/li>","content":"Um usu\u00e1rio que acessa conte\u00fado restrito tem mais chances de se tornar um cliente recorrente. Dessa forma, um paywall \u00e9 um meio de gera\u00e7\u00e3o de leads.","data":{"text":"A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of lead generation."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>A paywall generates income.<\/li>","content":"Um paywall gera renda.","data":{"text":"A paywall generates income."},"style":{"parent_style":{}}}],"data":{"listType":"unordered"},"style":{"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If you decide you want to paywall, the first thing to do is find a reliable and high-quality <a href=\"https:\/\/memberpress.com\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">provider<\/a>, like MemberPress, who can make this happen. Then make sure the content is worth paying for. A good example of this is the <em>New York Times<\/em>, which, as of May 2021, had 7.5 million subscribers.<\/p>","content":[{"type":"text","data":"If you decide you want to paywall, the first thing to do is find a reliable and high-quality <a href=\"https:\/\/memberpress.com\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">provider<\/a>, like MemberPress, who can make this happen. Then make sure the content is worth paying for. A good example of this is the <em>New York Times<\/em>, which, as of May 2021, had 7.5 million subscribers."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png\" alt=\"Most popular news subscription websites\" class=\"wp-image-52717\"\/><\/a><figcaption class=\"wp-element-caption\">Image iva <a href=\"https:\/\/www.statista.com\/chart\/24772\/news-websites-with-the-most-paid-subscribers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista.com<\/a><\/figcaption><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png","alt":"Most popular news subscription websites","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png","caption":"Image iva <a href=\"https:\/\/www.statista.com\/chart\/24772\/news-websites-with-the-most-paid-subscribers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista.com<\/a>","targetBlank":true,"linkDestination":"media"},"style":{"width":661,"height":1024,"align":"left","parent_style":{},"sizeSlug":"large"}},{"type":"core\/paragraph","render":"<p>In a world full of free information, why do people feel that it\u2019s worth paying for news? The main reason is <strong>reputation<\/strong>. Newspapers like the <em>New York Times<\/em> are established and trusted. These are monetizable assets. When there are so many \"alternative truths\" out there, it\u2019s invaluable to have access to what you can confidently hold to be the actual truth.<\/p>","content":[{"type":"text","data":"In a world full of free information, why do people feel that it\u2019s worth paying for news? The main reason is <strong>reputation<\/strong>. Newspapers like the <em>New York Times<\/em> are established and trusted. These are monetizable assets. When there are so many \"alternative truths\" out there, it\u2019s invaluable to have access to what you can confidently hold to be the actual truth."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If you can\u2019t bring that brand recognition and value to the table, you\u2019ll need to think of another reason why people will pay for your content. One of the best is <strong>content uniqueness<\/strong>. Another is good, old-fashioned <strong>quality<\/strong>. After all, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">content matters<\/a>.&nbsp;<\/p>","content":[{"type":"text","data":"If you can\u2019t bring that brand recognition and value to the table, you\u2019ll need to think of another reason why people will pay for your content. One of the best is <strong>content uniqueness<\/strong>. Another is good, old-fashioned <strong>quality<\/strong>. After all, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">content matters<\/a>.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>While you\u2019re thinking about how content matters, let\u2019s move on to how you can implement gating.<\/p>","content":[{"type":"text","data":"While you\u2019re thinking about how content matters, let\u2019s move on to how you can implement gating."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Giving the customer what they want \u2013 for a price<\/h2>","content":"Oferecer ao cliente o que ele deseja - por um pre\u00e7o","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>Google offers content providers something known as \"<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">flexible sampling<\/a><\/strong>\". With this, you get to decide how much of your content you want to make freely available to users.&nbsp;<\/p>","content":[{"type":"text","data":"Google offers content providers something known as \"<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">flexible sampling<\/a><\/strong>\". With this, you get to decide how much of your content you want to make freely available to users.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>After all, it makes sense to give some of your content away without charge, otherwise, how will the consumer know they want to pay for more? It\u2019s a rare shop indeed that has no wares on display. Even rarer for a shop with nothing on display to have customers queuing up to part with their money.<\/p>","content":[{"type":"text","data":"After all, it makes sense to give some of your content away without charge, otherwise, how will the consumer know they want to pay for more? It\u2019s a rare shop indeed that has no wares on display. Even rarer for a shop with nothing on display to have customers queuing up to part with their money."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Implementing your paywall will be much easier if the tool you use to set it up is built on top of a content management system like <a href=\"https:\/\/memberpress.com\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>.<\/p>","content":[{"type":"text","data":"Implementing your paywall will be much easier if the tool you use to set it up is built on top of a content management system like <a href=\"https:\/\/memberpress.com\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Following are some ways you can offer flexible sampling.<\/p>","content":[{"type":"text","data":"Following are some ways you can offer flexible sampling."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Lead-in<\/h3>","content":"Entrada","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\" alt=\"wall street journal paywall lead-in\" class=\"wp-image-28275\"\/><\/a><figcaption class=\"wp-element-caption\">An article lead-in on The Wall Street Journal website.<\/figcaption><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","alt":"wall street journal paywall lead-in","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","caption":"An article lead-in on The Wall Street Journal website.","linkDestination":"media"},"style":{"width":623,"height":500,"align":"left","parent_style":{},"sizeSlug":"full"}},{"type":"core\/paragraph","render":"<p>Using this approach, you offer the reader a small section of an article. You can use an executive summary or a straightforward opening paragraph. The rest of the content remains inaccessible and off-limits until the user pays a fee. You've probably seen <em>The<\/em> <em>Wall Street Journal<\/em> and <em>The Economist<\/em> use this method.<\/p>","content":[{"type":"text","data":"Using this approach, you offer the reader a small section of an article. You can use an executive summary or a straightforward opening paragraph. The rest of the content remains inaccessible and off-limits until the user pays a fee. You've probably seen <em>The<\/em> <em>Wall Street Journal<\/em> and <em>The Economist<\/em> use this method."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Metered<\/h3>","content":"Medido","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png\" alt=\"new york times paywall metered article\" class=\"wp-image-28276\"\/><\/a><figcaption class=\"wp-element-caption\">A metered article on The New York Times website.<\/figcaption><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window.png","alt":"new york times paywall metered article","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png","caption":"A metered article on The New York Times website.","linkDestination":"media"},"style":{"width":1024,"height":607,"align":"left","parent_style":{},"sizeSlug":"large"}},{"type":"core\/paragraph","render":"<p>Metered sampling gives users access to complete articles a limited number of times. For example, they might be allowed unpaid access to articles three times per month. Once they\u2019ve used up the allowance, they\u2019re prompted to pay a fee to get unlimited access. This approach is favored by the <em>New York Times<\/em>.<\/p>","content":[{"type":"text","data":"Metered sampling gives users access to complete articles a limited number of times. For example, they might be allowed unpaid access to articles three times per month. Once they\u2019ve used up the allowance, they\u2019re prompted to pay a fee to get unlimited access. This approach is favored by the <em>New York Times<\/em>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Which of these you decide on will depend on the nature of the content you\u2019re providing. For instance, if you have in-depth material that deals with a compelling topic, you may find that the lead-in approach works best. <\/p>","content":[{"type":"text","data":"Which of these you decide on will depend on the nature of the content you\u2019re providing. For instance, if you have in-depth material that deals with a compelling topic, you may find that the lead-in approach works best. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>You can pose the question in an irresistible manner in front of the paywall and offer a detailed solution on the other side.<\/p>","content":[{"type":"text","data":"You can pose the question in an irresistible manner in front of the paywall and offer a detailed solution on the other side."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Two other approaches should be mentioned here.<\/p>","content":[{"type":"text","data":"Two other approaches should be mentioned here."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Dynamic paywalls<\/h3>","content":"Paywalls din\u00e2micos","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/paragraph","render":"<p>This is a comparatively new idea. It takes the concept of personalization (used inenterprise search marketing) and applies it to gating. A dynamic paywall uses data to determine which subscription option to offer. For example, it might offer the user access to only certain areas of the site for a reduced price rather than asking them to pay for material they\u2019ll never want to read.&nbsp;<\/p>","content":[{"type":"text","data":"This is a comparatively new idea. It takes the concept of personalization (used inenterprise search marketing) and applies it to gating. A dynamic paywall uses data to determine which subscription option to offer. For example, it might offer the user access to only certain areas of the site for a reduced price rather than asking them to pay for material they\u2019ll never want to read.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>This approach requires a good deal of data capturing, which is usually only available from the <a href=\"https:\/\/memberpress.com\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">leading membership plug-ins<\/a>.<\/p>","content":[{"type":"text","data":"This approach requires a good deal of data capturing, which is usually only available from the <a href=\"https:\/\/memberpress.com\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">leading membership plug-ins<\/a>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>For example, with MemberPress, you can insert a <a href=\"https:\/\/memberpress.com\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">shortcode<\/a> into your content that will detect whether the user is logged in. When a page containing that shortcode is viewed by a logged-in user, they will be able to view the content where the shortcode has been placed.<\/p>","content":[{"type":"text","data":"For example, with MemberPress, you can insert a <a href=\"https:\/\/memberpress.com\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">shortcode<\/a> into your content that will detect whether the user is logged in. When a page containing that shortcode is viewed by a logged-in user, they will be able to view the content where the shortcode has been placed."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Hard paywalls<\/h3>","content":"Paredes de pagamento r\u00edgidas","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/paragraph","render":"<p>A hard paywall isn\u2019t usually the best way forward, because it doesn't include sampling. Rather, it requires users to buy blind. If you're just starting out and don\u2019t yet have an established brand, a hard paywall is probably not be the best option.<\/p>","content":[{"type":"text","data":"A hard paywall isn\u2019t usually the best way forward, because it doesn't include sampling. Rather, it requires users to buy blind. If you're just starting out and don\u2019t yet have an established brand, a hard paywall is probably not be the best option."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Getting technical<\/h2>","content":"Obtendo informa\u00e7\u00f5es t\u00e9cnicas","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\" alt=\"computer code on a screen\" class=\"wp-image-28277\"\/><\/a><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","alt":"computer code on a screen","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","linkDestination":"media"},"style":{"width":960,"height":516,"align":"left","parent_style":{},"sizeSlug":"full"}},{"type":"core\/paragraph","render":"<p>You need the search engines to be able to \"see\" the content you don\u2019t want non-paying customers to see. So, how do you gain visibility while keeping things hidden? Google offers ways to use <strong>structured data<\/strong> to make sure your content appears on lots of SERPs.<\/p>","content":[{"type":"text","data":"You need the search engines to be able to \"see\" the content you don\u2019t want non-paying customers to see. So, how do you gain visibility while keeping things hidden? Google offers ways to use <strong>structured data<\/strong> to make sure your content appears on lots of SERPs."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Let\u2019s look at two tools you can use.<\/p>","content":[{"type":"text","data":"Let\u2019s look at two tools you can use."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p><strong>Cascading style sheets<\/strong> (CCSs) are often employed to give websites enhanced visuals and better user experience (UX). Google likes it when CCSs are used to separate free content from paywall content. Using CCSs with JSON-LD structured data, you can tell the search engines that certain parts of your content shouldn't be handed out indiscriminately.&nbsp;<\/p>","content":[{"type":"text","data":"<strong>Cascading style sheets<\/strong> (CCSs) are often employed to give websites enhanced visuals and better user experience (UX). Google likes it when CCSs are used to separate free content from paywall content. Using CCSs with JSON-LD structured data, you can tell the search engines that certain parts of your content shouldn't be handed out indiscriminately.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>You can also set the <em>cssSelector <\/em>attribute to .paywall, and use the hasPart attribute to ensure content remains gated in whatever fashion you choose. Such construction can be made automatic with the use of process discovery or similar approaches.<\/p>","content":[{"type":"text","data":"You can also set the <em>cssSelector <\/em>attribute to .paywall, and use the hasPart attribute to ensure content remains gated in whatever fashion you choose. Such construction can be made automatic with the use of process discovery or similar approaches."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If the technical side of things falls outside your skillset, there are all kinds of <a href=\"https:\/\/memberpress.com\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">great developers<\/a> who can help you out. <\/p>","content":[{"type":"text","data":"If the technical side of things falls outside your skillset, there are all kinds of <a href=\"https:\/\/memberpress.com\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">great developers<\/a> who can help you out. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Three additional tips<\/h2>","content":"Tr\u00eas dicas adicionais","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/list","render":"<ol class=\"wp-block-list\">\n<li>Acquaint yourself with accelerated mobile pages (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> to enhance loading speed on mobile devices.<\/li>\n\n\n\n<li>Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site.<\/li>\n\n\n\n<li>Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all.<\/li>\n<\/ol>","content":"<ol class=\"wp-block-list\">\n<li>Familiarize-se com as p\u00e1ginas m\u00f3veis aceleradas (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> para aumentar a velocidade de carregamento em dispositivos m\u00f3veis.<\/li>\n\n\n\n<li>Use a ferramenta de inspe\u00e7\u00e3o de URL do Google para testar como o Google rastreia e renderiza um URL em seu site.<\/li>\n\n\n\n<li>N\u00e3o se esque\u00e7a de observar o que seus concorrentes est\u00e3o fazendo. \u00c0s vezes, vale a pena fazer uma an\u00e1lise competitiva de SEO e pegar ideias emprestadas de seus rivais. Afinal, \u00e9 uma forma de elogio.<\/li>\n<\/ol>","listItemData":[{"type":"core\/list-item","render":"<li>Acquaint yourself with accelerated mobile pages (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> to enhance loading speed on mobile devices.<\/li>","content":"Familiarize-se com as p\u00e1ginas m\u00f3veis aceleradas (AMP) para melhorar a velocidade de carregamento em dispositivos m\u00f3veis.","data":{"text":"Acquaint yourself with accelerated mobile pages (AMP) to enhance loading speed on mobile devices."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site.<\/li>","content":"Use a ferramenta de inspe\u00e7\u00e3o de URL do Google para testar como o Google rastreia e renderiza um URL em seu site.","data":{"text":"Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all.<\/li>","content":"N\u00e3o se esque\u00e7a de observar o que seus concorrentes est\u00e3o fazendo. \u00c0s vezes, vale a pena fazer uma an\u00e1lise competitiva de SEO e pegar ideias emprestadas de seus rivais. Afinal, \u00e9 uma forma de elogio.","data":{"text":"Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all."},"style":{"parent_style":{}}}],"data":{"listType":"ordered"},"style":{"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Keywords<\/h2>","content":"Palavras-chave","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>As with any content, when crafting an SEO strategy for paywall content, it\u2019s important to consider the kind of user you\u2019re likely to attract. If you want a good chance of pulling in those who are willing to pay for what you\u2019re offering, you\u2019ll need to use specific keywords. <\/p>","content":[{"type":"text","data":"As with any content, when crafting an SEO strategy for paywall content, it\u2019s important to consider the kind of user you\u2019re likely to attract. If you want a good chance of pulling in those who are willing to pay for what you\u2019re offering, you\u2019ll need to use specific keywords. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>By using <a href=\"https:\/\/memberpress.com\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">long-tail keywords<\/a> rather than broader catch-all terms, you can hone in on those consumers who are most likely to buy what you're selling.<\/p>","content":[{"type":"text","data":"By using <a href=\"https:\/\/memberpress.com\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">long-tail keywords<\/a> rather than broader catch-all terms, you can hone in on those consumers who are most likely to buy what you're selling."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Conclusion<\/h2>","content":"Conclus\u00e3o","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>So, paywalls and SEO principles are not mutually exclusive \u2013 who knew? And, when you\u2019ve put it all together and are ready to send out some marketing hooks, don\u2019t forget that you don\u2019t have to start from scratch with your outreach. <\/p>","content":[{"type":"text","data":"So, paywalls and SEO principles are not mutually exclusive \u2013 who knew? And, when you\u2019ve put it all together and are ready to send out some marketing hooks, don\u2019t forget that you don\u2019t have to start from scratch with your outreach. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Think about adapting existing content for use in <a href=\"https:\/\/www.business2community.com\/content-marketing\/how-to-repurpose-content-for-your-email-marketing-campaigns-02418202\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">email campaigns<\/a>, for instance. That\u2019s the great thing about good content: it doesn\u2019t have to be single purpose. <\/p>","content":[{"type":"text","data":"Think about adapting existing content for use in <a href=\"https:\/\/www.business2community.com\/content-marketing\/how-to-repurpose-content-for-your-email-marketing-campaigns-02418202\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">email campaigns<\/a>, for instance. That\u2019s the great thing about good content: it doesn\u2019t have to be single purpose. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>One final thought \u2013 don\u2019t over-worry about freeloaders. Fret more about making the sign-up smooth, with no moments of friction along the user journey. Combine that with search engine visibility, and you\u2019re good to go.<\/p>","content":[{"type":"text","data":"One final thought \u2013 don\u2019t over-worry about freeloaders. Fret more about making the sign-up smooth, with no moments of friction along the user journey. Combine that with search engine visibility, and you\u2019re good to go."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>With imagination and by following a few rules, you can ensure you have an SEO strategy for paywall content that will really perform.<\/p>","content":[{"type":"text","data":"With imagination and by following a few rules, you can ensure you have an SEO strategy for paywall content that will really perform."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Do you have additional questions about how to craft an SEO strategy for paywall content? Ask away in the comments section!<\/p>","content":[{"type":"text","data":"Do you have additional questions about how to craft an SEO strategy for paywall content? Ask away in the comments section!"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p><strong>If you liked this article, be sure to follow us on <a href=\"https:\/\/www.facebook.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Facebook<\/a>, <a href=\"https:\/\/twitter.com\/memberpress\" rel=\"noreferrer noopener\" target=\"_blank\">Twitter<\/a>, <a href=\"https:\/\/www.instagram.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Instagram<\/a>, and <a href=\"https:\/\/www.linkedin.com\/showcase\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn<\/a>! And don't forget to subscribe in the box.<\/strong><\/p>","content":[{"type":"text","data":"<strong>If you liked this article, be sure to follow us on <a href=\"https:\/\/www.facebook.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Facebook<\/a>, <a href=\"https:\/\/twitter.com\/memberpress\" rel=\"noreferrer noopener\" target=\"_blank\">Twitter<\/a>, <a href=\"https:\/\/www.instagram.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Instagram<\/a>, and <a href=\"https:\/\/www.linkedin.com\/showcase\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn<\/a>! And don't forget to subscribe in the box.<\/strong>"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}}],"app_access":{"can_access":true,"restrict_message":null},"_links":{"self":[{"href":"https:\/\/memberpress.com\/pt\/wp-json\/wp\/v2\/posts\/28274","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/memberpress.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/memberpress.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/memberpress.com\/pt\/wp-json\/wp\/v2\/users\/56594"}],"replies":[{"embeddable":true,"href":"https:\/\/memberpress.com\/pt\/wp-json\/wp\/v2\/comments?post=28274"}],"version-history":[{"count":0,"href":"https:\/\/memberpress.com\/pt\/wp-json\/wp\/v2\/posts\/28274\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/memberpress.com\/pt\/wp-json\/wp\/v2\/media\/28279"}],"wp:attachment":[{"href":"https:\/\/memberpress.com\/pt\/wp-json\/wp\/v2\/media?parent=28274"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/memberpress.com\/pt\/wp-json\/wp\/v2\/categories?post=28274"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/memberpress.com\/pt\/wp-json\/wp\/v2\/tags?post=28274"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}